Msnbc.comA Fuller Spectrum of News

MSNBC.COM /A Fuller Spectrum Of News

Research showed that Msnbc.com users preferred its news site over other sources, because it spanned the entire news continuum. From the war in Afghanistan to American Idol. This insight inspired a captivating graphic metaphor, A Fuller Spectrum of News. The massively integrated campaign blurred the lines of advertising and content, and introduced many digital innovations in the news industry. Msnbc.com would become the #1 news site and one of the most widely-awarded campaigns of the year, including a One Show Gold for Integrated Branding Campaign.

Each medium introduced a fresh twist on the concept:

38 weeks of ads

To demonstrate its wide range of coverage, Msnbc.com ran 38 unique print ads in weekly news magazines. Week after week, seemingly unrelated headlines were juxtaposed together to show the breadth.

Spectra Visual Newsreader

Browse, play and interact with A Fuller Spectrum of News. This experimental 3D visualizer reimagined the traditional way of reading news linearly to create an immersive, vortex of color, controllable by mouse, microphone or webcam.

“Site of the Month” —FWA

NewsGames

NewsBreaker and its sequel game NewsBlaster, made headlines of their own, by turning current events into a fun gaming experience. Both titles were released together in a branded Msnbc.com arcade cabinet, NewsArcade.

Msnbc.com Digital Cafe

Msnbc.com Digital Cafe at Rockefeller Plaza gave the public a chance to interact and play with the news.

VIDEO: The Today Show tries out NewsArcade and Spectra

NewsBreaker Live

For the first time ever, Msnbc.com gave cinema audiences a more entertaining way to spend their time while waiting for the movie to start. View the full project →